You’re at that stage now where you want to sell and promote your software package using one of the best, oldest forms of online promotion, email marketing. Let me start by saying; you’re on the right track, but it pains me to discover how much general information there is out there. And that is why I have put together this article to give you specific detailed information about the not-so-obvious, what you need to know to promote your software packages using email marketing.
We are grabbing the reader’s attention, conveying interest and excitement, and instantly believing increases the odds of your email being read and engaged. However, when promoting your software packages using email marketing, we need to delve a little deeper into staying one step ahead of the competition. Beyond the two apparent factors (price and features), we can use a wealth of information to snare our customers.
I have sold software packages for over ten years within a fast-paced, multi-conglomerate, and competitive environment in the heart of the city of London. Driving sales with a combination of emails and phone calls, I achieved success and learned lessons from failure.
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The software standardization process has come to a point where software is primarily developed to sell to multiple customers, not limited to a particular profession, industry, or nation. Highly configurable and customizable general-purpose software with so many benefits to convey can be quite a challenge to email promoting.
What Type Of Email Content People Might Want To Read About?
The greatest challenge every email marketer faces is this; no one wants to read what you wrote. It’s a simple truth, and once we accept it, we can move to tackle this head-on.
There are three highly effective writing principles that all professional email marketers must adopt:
- Grab the reader’s attention
- Make it instantly believable
- Make certain it is true
Keep in mind that whatever you write, people don’t want to read it. So the first step you must take is to think about all the reasons people might want to read, put yourself in their shoes and define what is likely to be of interest.
It may be easy for you to write all the reasons your target audience might be interested if you are familiar with what motivates them. However, the thought process your target audience puts into selecting your software package may be far more in-depth than you realize. By answering critical questions in an email may be the difference you need for success.
By Purchasing The Software Package Do I Join A Network?
To the customer, the network is vital when selecting a software package. In your email, you will do well to mention the advantages that come with joining the network when purchased. The customer needs a place to share common interests even if they do not know each other—the training and education alone benefit the customer and you, the software seller.
The customers need to know that purchasing is a means of entering the network associated with the software package. In many cases, the level of access is equal to the investment size; for example, by purchasing additional software upgrades, they get access to that particular network.
The network can include vendors, government authorities, and other compatible software products depending on the type of software package you are selling. Customers need to be aware that the associated network will give them long-term benefits as their company grows, and it will co-evolve with the software package.
Emphasise The Long-term Perspective Of Your Software Package
The long-term perspective you portray has implications on the purchasing decision your customer makes. You need to add to your email how you have envisioned your software package to inhabit a more complex and connected future.
Your customer knows that the pace of change in the computer industry will reduce the lifespan of your software package and, therefore, anticipate it and put that doubt at ease.
“Anticipate future organizational needs.”
Challenge Your Customers “Safety In Numbers” Excuse For Not Buying
Let’s not underestimate your customer. It’s likely your software package is new, and with all new software products, there always seems to be a lack of users. The more users your software package has, the more tried and tested your product will be as users find faults, issues, and the ability to withstand competitors.
For this reason, customers adopt the “flocking behavior” as the low-risk strategy and hold off from buying until an optimal amount of users entices them. Customers’ fear of being stuck with a software investment can be overturned by pointing at the advantages.
Advantages
- Benefits before your competitor do increase your market share.
- Benefit from the sudden rapid development as new software products adapt with greater speed of innovation.
Your Email Must Focus On Software Compatibility
Because of the long life expectancy of the data held by companies in some format or another, backward compatibility cannot be overlooked. It’s in the back of your customer’s minds and will be a force to stop them in their tracks before purchasing.
Compatibility is a major factor when customers consider whether or not to purchase your software package. In many cases, you may lose to your competitors based on price, performance, and usability, but this is the one feature you could use to win the customer.
With some idea of your target audience’s requirements, you can communicate the perceived advantage of changing to your software package without interrupting their workflow.
Does Your Software Package Come With Accessible Knowledge?
Similar to your customer’s expectation for the software package to be associated with a network, your customer also expects an accessible knowledge base as a standard to be included.
Best to have a free version so that more of your customers will sample it and go on to pay for your “paid” academic version to bring in the opportunity to sell additional training packages.
Does Your Software Package Have The Right Type Of Standardisation?
If you are adding screenshots to your email, be sure to match the required standardization your target audience is used to. The user interface can be so intuitive to the industry it’s targeting that customers feel it will reduce the training cost of the users. This in itself is a reason to buy.
How to promote software:
Conclusion
By emphasizing these points in your marketing email, you should have a better chance of increasing your conversion rate. Besides the two factors, price and features, these other factors mentioned can be vital to the buying process. By acknowledging it in your first or second email, your customer is immediately satisfied and likely to pursue finding out more.
When sending an email directly to the IT manager, you effectively save them a lot of time from pursuing other sources to find the answers to their lingering questions.
In your email, the content needs to be written out to define why the recipient might want to read it and present these reasons as convincingly and as rapidly as possible.
